Mr Nik Mahon

Basics Advertising 02: Art Direction

• Broschiertes Buch

Produktbeschreibung

A guide to the role of the art director. It examines the techniques, approaches and secrets involved in the development of creative advertising concepts. It emphasises the importance of seeing things differently, and providing the audience with something to discover. It examines the process of visualising and exploring different ideas.

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Produktdetails

• Basics Advertising
• Verlag: Bloomsbury Publishing PLC
• Seitenzahl: 184
• Erscheinungstermin: 21. Juli 2010
• Englisch
• Abmessung: 229mm x 166mm x 18mm
• Gewicht: 342g
• ISBN-13: 9782940411214
• ISBN-10: 2940411212
• Artikelnr.: 27357376

Autorenporträt

Nik Mahon

Inhaltsangabe

How to get the most out of this book. Introduction. The role of the art director: What art direction is (and what it isn't)
How art direction works
The creative team
The role of the art director
Working with the specialists and seeing the job through. The tools of art direction: Seeing things differently
Doing things differently
Give the audience something to discover
Using ambiguous imagery
Establishing a visual hierarchy
Creating visual impact
Simplicity and understatement
Creating a distinct look for the brand. Creating the adverts: Getting prepared
From visuals to the finished work
Photography
Illustration
Typography
Planning and storyboarding commercials. Media: Posters
Magazine and press
Television and cinema
Online
Direct
Ambient
Other media
Integrated media campaigns. Ideas and inspiration: Creative fuel
Finding inspiration and getting ideas
Emotion and empathy
How to tell whether your idea's any good. Getting a job as an art director: Putting your book together
Planning your campaign
Approaching agencies
What the agency is looking for
Your first placement and what happens next
Support and resources. Conclusion. Glossary. Useful contacts. Bibliography. Acknowledgements. Working with ethics.